Keyword: «polycode text»

The article discusses the peculiarities of social advertising as creolized text. A definition of social advertising has been given. Options for using the term “social advertising” in Russia and in the world are shown. The concepts of “public advertising” and "non-profit advertising" have been revealed. The aim and main tasks of social advertising, as well as peculiarities of impact of social advertising on formation of values of society are considered. The concept of creolized text is disclosed and its main components are highlighted. The components of verbal (slogan, message text) and non-verbal (image, color, font) components of creolized text of social advertising are considered in detail.

The relevance of using creolized texts in teaching a foreign language is caused by the necessity to enlarge the content and the range of teaching tools via unlimited informative perspectives of such materials. The article is dedicated to the role and appropriateness of using modern creolized texts (Internet memes, presentations, songs) in teaching English to non-linguistic students. Nowadays, experts in foreign language teaching do not deny that creolized texts have educational potential, as being an integral part of everyday life, thereby motivating students to learn a foreign language. However, there is a lack of practical guidelines on how to construct a teaching system based on them in modern teaching literature. The article is aimed at evaluating the effectiveness of using creolized texts as a means of developing language competence of non-linguistic students. In order to prove or disprove the hypothesis about the effectiveness of pedagogical impact by using non-homogeneous texts the authors conduct an experiment within the framework of the discipline «Foreign Language» for a first-year students of interdepartmental groups of Southern Federal University. The research results obtained by descriptive statistics methods indicate a moderate advantage of implementing creolized texts in the educational process while forming lexical and grammatical skills of non-linguistic students as well as the reasonability of using these texts in developing language competence.